International records / OpenAlex research

The Psychology of Persuasion: Effect of Influencer Marketing on Consumer Purchase Behaviour for Beverage Products in Anambra State of Nigeria

The intense competition arising from the production and marketing of different brands of beverage products in Anambra State of Nigeria is the motivation that instigated this study. To address this problem, this study examined how influencer marketing affects consumer purchase behaviour for beverage products. The study explored the key variables of influencer marketing such as influencer authenticity, niche focus, credibility, engagement rate, expertise and ascertained the effects they have on consumer purchase behavior for beverage products in Anambra State of Nigeria. A quantitative research …